# I Bet Zlatan

> Social content with Zlatan Ibrahimović for Bethard, built on three words everyone uses and nobody hears as betting: “I bet you can't.”

- Case study: https://tiedtke.se/work/i-bet-zlatan/
- What it was: Campaign
- Client: Bethard
- Year: 2019
- Medium: Video
- Gabriel's role: Directing, Editing

## The challenge

Bethard wanted to use its link to Zlatan to create social content that drove traffic and kept a clear sports-and-betting connection. The catch: Sweden has strict rules on gambling advertising, so the content couldn't look or sound like a betting ad.

## The approach

The answer was a phrase everyone already uses: “I bet you can't.” It let us talk about betting without sounding like we were. Fans challenged Zlatan on social media with their own “I bet you can't…”, and he answered on camera, proving them wrong, or sometimes not.

I directed and edited the responses as a series. Each film opens on the dare in big yellow type, cuts to Zlatan reading it on his phone, and then he takes it on: juggling a ball while his pancakes get made, kicking a football off someone's head, and trying to keep a ball on his chest for 30 minutes, which ends about how you'd expect. Quick, loose, unmistakably Zlatan, and signed off with Bethard's 18+ play-responsibly card every time.

## The outcome

Playful, genuinely two-way content that strengthened the Bethard–Zlatan connection while staying inside the rules.